Ethical Consumerism and Natural Product Consumption Behavior: The Role of Brand Trust and Generational Differences Between Millennials and Gen Z

Growing concerns about environmental sustainability and ethical business practices have significantly influenced consumer behavior in recent years. This study investigates the impact of ethical consumerism on consumers’ purchase intention toward natural products in Vietnam, with brand trust serving as a mediating factor. Drawing on the Theory of Planned Behavior and Signaling Theory, the research examines three key dimensions of ethical consumerism, including sustainability perception, supply chain transparency, and ethical production perception. 311 data of young consumers were collected from consumers in Vietnam and analyzed using structural equation modelling with SmartPLS 3 and SPSS 27. The results indicate that sustainability perception, supply chain transparency, and ethical production perception all have significant positive effects on brand trust, with ethical production perception showing the strongest influence. Brand trust is also found to significantly influence purchase intention toward natural products and mediates the relationships between ethical consumerism factors and purchase intention. In addition, the study identifies significant differences in purchase intention across generational groups, individualism–collectivism orientation, and levels of exposure to foreign environments. These findings highlight the important role of ethical perceptions and trust in shaping consumer behavior in emerging markets. The study contributes to the literature on ethical consumerism by providing empirical evidence from Vietnam and offers practical insights for businesses seeking to strengthen consumer trust and promote sustainable consumption.